The Chocolate Fetish Creates "Flavor Art"
By Dennis Ray
Originally Published in Rapid River Arts & Culture Magazine February 2009 Vol. 12 No. 6
Reprinted with Permission
To the ancient Aztecs it was the nectar of the gods. Europeans revered it as a symbol of wealth and power. African cultures believed it an aphrodisiac. The scientific name for the tree from which chocolate comes from, Theobroma cacao, translated from Greek, means �food of the gods.�
One of the world�s greatest expressions of taste and rapture, chocolate is enjoyed by millions, yet few have successfully combined the oldest traditions of confection-making with the purest natural ingredients. The Chocolate Fetish in downtown Asheville does just that.
European influences from France, Belgium, Germany and Switzerland can all be found in many of Bill and Sue Foley�s (manager/owner husband-and-wife) handiwork. Their unique recipes (kept secret) created in their beautiful modern kitchen have gone on to win many accolades around the world. The Foleys ship primarily in the U.S. since customs can take too long and fine chocolate, like coffee, needs to be enjoyed fresh.
Behind the glass counters filled with chocolate the open kitchen gives you a direct view of the handmade chocolate process. Inside the European style)shop are many shelves filled with fine chocolates, gifts, assortments and chocolate art created locally by daughter Elizabeth Foley, who joined the company full time about a year ago.
The Chocolate Fetish is usually busy but the selections are continually replenished throughout the day. The service is fast. Everyone working is knowledgeable and courteous. Top sellers are Chai Moon with 14 spices, Ancient Pleasures made with the subtle bite of cayenne or the intense dark chocolate truffle, Velvet Sin, with a rich sensation of all that is good and decadent.
�We want our customers� experience with our chocolate to be unlike anything they have ever tasted before,� Sue says.
Their bulk chocolate comes from Belgium, Germany, France, Switzerland, Venezuela and four types from the U.S. which they blend to create their own flavor profile. They never use vegetable oil, instead use only the natural cocoa butter, which doesn�t leave a waxy feel on the tongue. They use only fresh ingredients whenever possible and do not use chemical preservatives.
�Chocolate has over 500 flavor components,� Bill says, �We do not add anything that will compromise the flavor.�
Each truffle (type of chocolate confectionery, traditionally made with a chocolate ganache center coated in chocolate or cocoa powder, usually in a spherical, conical, or curved shape) is created so each flavor is timed released. What does this mean?
For example, �With the Dragon�s Kiss,� Bill says, �you start with a burst of dark chocolate, then a moment later you taste sesame seed, then comes a kick of wasabi but only for a couple seconds, then you finish with chocolate.�
He goes on to explain that with any of their truffles the finish is always that of their chocolate not the complimentary flavors like raspberry or ginger. �Flavor is a balancing act, a true art form.�
Locals appreciate their �flavor art� so much they consecutively have chosen the Chocolate Fetish as the �The Region�s Best Chocolate Shop� in the Mountain Xpress�s annual reader�s poll for the past 12 years.
Also the Foleys have received national attention in publications like Chocolatier, Southern Living, Marquee, Sky and Candy. The shop was also selected to the Los Angeles Times �America�s Best� series.
�We do our best,� Bill says. �We work hard and at times I wonder if I�ll ever truly retire.� In the late �90s� Bill took an early retirement from being a corporate marketing executive at a large international company based in Belgium and moved back with Sue to the States. �I didn�t retire to stop working. I retired to start working doing what I truly love.�
In 2002 the Foley�s bought the Chocolate Fetish, which had been a successful but rather small business since 1986. They expanded and remodeled the original space, kept many of the customer favorites while creating new products and making the place their own.
With his marketing experience and Sue�s love of confections, together they have made one of the most successful small chocolate businesses in the country. They ship all over the U.S. and have many customers travel great distances just to have a truffle right off the cooling rack.
a �Smash Cake� has a thin shell of
chocolate that is smashed with a special hammer
� the pieces shared with guests.
Tours, schools and classes view, through the glass walls directly behind the shop, the chocolate creations as they are being made as Sue works with the trained staff and Bill conducts seminars.
Bill offers private chocolate tastings primarily for guests staying at the opulent downtown Haywood Park hotel. Guests sample chocolate from six countries plus special Chocolate Fetish blends and learn a bit of history and how chocolate is made.
Recently, scientific studies will have chocolate lovers rejoicing even more; like with wine and tea, chocolate is good for your health. It contains a particular substance called epicatechin, which is a powerful antioxidant. According to Dr. Norman Hollenberg, Professor of Medicine at Harvard, major health problems like stroke, heart failure, cancer and diabetes can be prevented with epicatechin.
Asheville has a lot to offer the tourists, locals and those living near by. The Chocolate Fetish is certainly high on that list. It is a wonderfully charming shop where some of our childhood dreams do come true. After all it�s not so much the want of life but the need to live well.
